Hardee’s will officially return to NASCAR in 2026, becoming the Official Quick Service Restaurant of NASCAR. NASCAR announced a multiyear agreement with the iconic fast food chain on Wednesday. Hardee’s didn’t stop its reacclimation to NASCAR there. Hardee’s will also enter into primary sponsorship of 23XI Racing driver Bubba Wallace in multiple races this season, beginning with Martinsville Speedway in March.
Coming in hot and fresh ? ? ?!!!
We’re proud to welcome @Hardees to 23XI with @BubbaWallace and the 23 team!Excited to be a part of Hardee’s next chapter in @NASCAR. pic.twitter.com/7gYh0awVx8
— 23XI Racing (@23XIRacing) January 21, 2026
With Hardee’s returning to the NASCAR fold, it restores a legacy company that supported the sport heavily from the 1980s to the 1990s. Hardee’s appeared as a primary sponsor of Hall of Famers Bobby Allison, Cale Yarborough, Alan Kulwicki, and Dale Jarrett, and the company had major placement as the primary sponsor of fictional racer, Russ Wheeler, in the 1990 film “Days of Thunder”.
“Hardee’s is an American classic with deep roots in our sport, and its return represents more than a new partnership — it symbolizes the power and appeal of NASCAR’s heritage,” Craig Stimmel, NASCAR chief commercial officer, said. “As more legacy brands look to NASCAR to connect with loyal, multigenerational fanbases, Hardee’s stands out as a partner that understands the passion, tradition, and energy that fuel our community. We’re thrilled to welcome them back in such a significant way.”
Wallace, the driver of the No. 23 Toyota Camry XSE, is excited to build more key moments in the motorsports history of Hardee’s.
“NASCAR is built on legacy, and Hardee’s has been part of some of the most iconic moments in our sport’s history,” Wallace said. “To bring that history forward with 23XI is really special, and we’re looking forward to representing a brand that means so much to NASCAR’s story. Fans know the Hardee’s paint schemes of the past, and I’m excited to help create some new memories for longtime and newer fans.”
According to a press release, Hardee’s will utilize its new partnerships to activate at key NASCAR events and engage with fans by “celebrating the sport’s history while fueling its future.”
Hardee’s is the first Official Quick Service Restaurant of NASCAR since Checkers and Rally’s held the designation in 2008.
The news of Hardee’s aligning with Wallace for a multi-race primary sponsorship comes on the heels ofa Tuesday announcement that Xfinity would serve as the majority primary sponsor of Wallace and the No. 23 team in 2026.
